The art of personalisation and optimisation at Tesco

UK supermarket chain Tesco has always had a strong play in data analytics. It was one of the first supermarkets to recognise the importance of customer traction through the use of data and loyalty cards, after it bought a 53% stake in analytics company Dunnhumby in 2001 (a company that has significantly increased in value since then). Speaking at Adobe Summit in London last week, Tesco’s optimisation manager Ashish Umre took to the stage to explain to delegates that the ‘art’ of personalisation and optimisation by being inquisitive with data, is something that the organisation is striving to adopt across all departments. However, he also warned that companies that are using data extensively to gain insights into customer behaviour and company performance need to be wary of doing this in…